摘要
随着宠物经济的快速发展,宠物饲料已不再局限于“满足宠物营养需求”的单一属性,逐渐成为承载人与宠物情感联结的重要媒介。传统宠物饲料包装多以功能性信息传递为核心,视觉表现单调、情感表达不足,难以在日趋同质化的市场竞争中形成差异化优势。文章以消费者的情感需求为出发点,系统探讨宠物饲料包装的趣味化视觉设计,从拟人化品牌符号、情感化视觉体系、互动使用体验、沉浸式情感体验、强化品牌认同感以及提升情感价值等策略入手,旨在使宠物饲料包装在实现产品保护与信息传递功能的基础上,进一步成为品牌与消费者之间的沟通桥梁,从而增强消费者的品牌忠诚度,提升宠物饲料的产品竞争力,推动饲料企业可持续发展。
With the rapid development of the pet economy,pet feed has already broken through the single attribute of"meeting the nutritional needs of pets"and gradually become a carrier of emotional connection between people and pets.Traditional pet feed packaging mainly focuses on the transmission of functional information,with monotonous visual presentation and a lack of emotional expression,making it difficult to form a differentiated advantage in the homogenized competition.This paper starts from the emotional needs of consumers,systematically analyzes the funny visual design of pet feed packaging.It aims to explore strategies such as anthropomorphic brand symbols,emotional visual systems,interactive usage experiences,immersive emotional experiences,strengthening brand recognition,and enhancing emotional value.These strategies aim to not only better protect the product and convey information but also serve as a communication medium between the brand and consumers,thereby increasing consumer brand loyalty and the competitiveness of pet feed products,and promoting the sustainable development of feed enterprises.
作者
翟翌辉
ZHAI Yihui(Xinyang Vocational and Technical College,Xinyang,Henan Province 464000,China)
出处
《中国饲料》
北大核心
2025年第22期105-108,共4页
China Feed
